The Australian Electoral Commission (AEC) has partnered with Snap Australia to leverage its Augmented Reality technology and premium made-for-mobile video features to drive more enrolments of Gen Zs to cast their vote on election day, May 21.
Only 85% of Australians aged 18-24 are registered to vote.
The campaign harnesses a series of in-app tools to leverage Snapchat’s seven million Australian users. It aims to increase engagement - notably positive discourse around the election and voting for young people engagement - drive young voter registration, educate on voter services and share key information around polling day.
“We reach millions of young Australians every day on Snapchat, many of whom are politically engaged but voting for the first time,” Snap Inc. APAC general manager Kathryn Carter.
“Using the power of the Snapchat camera, we’ve partnered with the AEC to ensure young Australians have all the information they need to vote confidently in this election.
“Tapping into the educational capabilities of AR and making content highly shareable, the campaign has been designed to share with friends so Snapchatters can encourage one another to get involved and start a discussion about the upcoming election.”
- An educational Quiz Lens that Snap has built will enable Snapchatters to find out how old they need to be to vote and if they know how to make their vote count, and drive Gen Zs s to check their enrolment status.
- A highly political generation, Snapchatters are encouraged to make their voices heard with a national filter that states “My vote will help shape Australia”. There is also a sticker pack and a mass Snap that reminds Snapchatters about polling day and encourages them to vote. The stickers and Lenses are designed to share with friends and generate discussion about the upcoming election.
- An in-app video series will help drive voter education and enrolment; three short episodes that explain how to enrol, why voting is important, and how to correctly fill in ballot papers.
“It’s been great working with Snapchat to create fun and engaging content that will establish voting as a rite of passage,” AEC spokesperson Evan Ekin-Smyth says.
“The AEC wants to help young people enrol and learn how to vote correctly, so this becomes a lifelong habit that will have a positive impact on themselves, their friends, families and communities. I encourage all Snapchat users to check out our Federal Election content and make their vote count in 2022.”
Snap Inc. says of itself as an entity: “[We are] a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.”
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